The House of Angostura has appointed Velier S.p.A. as its exclusive distributor for its premium rum portfolio in Italy.
Under the agreement, Velier S.p.A. will take on responsibility for distribution, brand development, and market expansion of Angostura’s premium rum portfolio across Italy.
According to a statement from Angostura, the initial phase of the rollout will focus on increasing visibility for Angostura’s core premium rum range within leading on-trade accounts, supported by targeted engagement across bars, restaurants, and specialist spirits venues. The partnership is also expected to contribute to the growth of Italy’s premium rum category, a segment increasingly driven by consumer interest in aged, authentic, and heritage-rich spirits.
Both companies have outlined a strong emphasis on education and trade engagement as part of their strategy. Initiatives such as bartender training, tasting events, and consumer activations will be introduced to deepen understanding of Angostura’s rum craftsmanship and its versatility in both classic and contemporary cocktail culture.
Angostura said Velier S.p.A., headquartered in Genoa, was selected as its exclusive rum partner in Italy due to its strong reputation in the premium spirits category, its trusted network across the on-trade and off-trade, and its proven ability to build premium brands with authenticity and long-term value. Together, both companies are committed to elevating the appreciation of premium rums in Italy through education, storytelling, and meaningful engagement with trade partners and consumers.
Commenting on the partnership, Angostura CEO Ian Forbes said the collaboration aligns with the company’s broader global ambitions.
“We are proud to partner with Velier S.p.A. as we continue to expand Angostura’s international presence. Italy is a market that values premium spirits, making it an important strategic focus for our brand. Velier’s expertise and deep understanding of the Italian market gives us great confidence in the success of this partnership. Together, we look forward to sharing the heritage of Trinidad and Tobago rum with Italian consumers and trade partners.”
Velier Chairman Luca Gargano also highlighted the brand’s potential in the Italian market, noting Angostura’s strong heritage and reputation.
“We are honoured to partner with the House of Angostura and to represent Angostura’s rums in Italy. Angostura is a brand of remarkable heritage and global standing, and we see strong potential to further elevate its presence in this market through focused distribution, education, trade activation, and deeper engagement with consumers who value premium spirits with character and provenance.”
With over 200 years of heritage rooted in Trinidad and Tobago, Angostura is globally recognised for its award-winning rums and iconic bitters, currently distributed in more than 170 markets worldwide. The company says the new partnership reinforces its ongoing commitment to sharing Caribbean rum craftsmanship with an expanding international audience.